This metric (find information conversion rate) probably won’t mean much to most people, however it is not uncommon on retail or customer focused web sites.

Call centers can cost a lot of money for tasks that a user can complete online and a lot of retail and customer service companies are now working on digital products and optimisation roadmaps in an attempt to digitalise self-service customer tasks and reduce costs.

A lot of web sites hold critical information that can lower operational costs by preventing site visitors from placing a phone calls such as “when is my order going to be delivered“?, “I placed the wrong order online, how can I change it“, etc, since this kind of information can be found online.

HELP microsites, FAQ or other INFO type pages, exist for that reason, however with minimum understanding of digital behaviours this can lead to poor results.